Supplement | HBS Case Collection | March 2008 (Revised April 2009)

Citigroup: Re-Branding in 2007 (B)

by Rohit Deshpandé and Carin-Isabel Knoop


Follow-up to "Citigroup: Re-Branding in 2007" (A), describing the development of a new brand identity for Citigroup.

Keywords: Brands and Branding; Financial Services Industry;


Deshpandé, Rohit, and Carin-Isabel Knoop. "Citigroup: Re-Branding in 2007 (B)." Harvard Business School Supplement 508-011, March 2008. (Revised April 2009.)